Brand- price cuts can only really do-.docVIP

 PAGE \* MERGEFORMAT 11 Brand: price cuts can only really do? China’s color TV market competition is most freely and fully. Color TV industry in the development process seems to have become a model for other industries increasingly open. Starting is a very large profit margins to attract a large number of companies entering the industry has accumulated a lot of inventory, price wars and then re-shuffle, the industry’s profits vanish, the collective technological breakthrough, the market began to segment. Color TV industry is so, air-conditioning industry, also seems to be the case, the mobile phone industry will soon have to go this way, the automotive industry is somewhat different, because it is essential to its size, but the price war is also flickering shadows. Even anti-virus software, in September last year, has also staged a miserable scene of an unprecedented price war. Price war may be a domestic industry must go through many a stage, but the intensity was different. Strategies Lower prices for what? Market share! Traditional theories and many empirical showed: Market share of the decision to profitability. Market share also means that a lot of things: discourse of power, the manager’s reputation, corporate image and so on. The weapon is to expand market share in the price! Almost all in the domestic market, price wars have worked! The key question is: price war is the only strategy? Provoke a price war when others can only use a new round of price wars to deal with do? Why can provoke a price war someone else? Brand Positioning In 1997, Vijay Wei Siwa Kaunas (Vijay Vishwanath) and乔纳森马克 (Jonathan Mark) in the ‘Harvard Business Review ‘5 / June issue published the’ best strategies for brand management ‘article market share and profitability for the relationship between the introduction of a matrix tool, they believe the market does not necessarily lead to profit, whether it is long-term interests or short-term interests. In considering the mark